As part of its broader customer engagement approach, the organization actively utilizes these visits as key touchpoints to showcase technical capabilities and foster long-term partnerships. However, initial observations and interviews revealed challenges in consistently delivering impactful, personalized, and memorable experiences across all touchpoints, with internal communication and a structured approach to the journey identified as areas for development.

The research question is: How to further optimize the chances of closing a deal through an ideal customer journey before, during and after factory visits and machine demonstrations? The methodology applied in this analysis combined qualitative insights from detailed observations of factory visits and machine demonstrations on-site and one online. In addition, in-depth interviews with internal stakeholders and customers. This approach enabled a meticulous understanding of critical touchpoints, emotional drivers, and potential pain points within the customer journey.

Key findings highlight several strengths, including a strong existing brand perception among customers, reflecting trust and credibility built over time, as well as responsive post-visit communication that contributes to positive long-term relationships. Specific touchpoints, such as an apprenticeship program and a spare parts centre, were particularly engaging and highly appreciated by visitors, demonstrating commitment to innovation and expertise of the company. Despite these strengths, seven primary areas for improvement were identified. Post evaluation of recommendations addressing those areas yielded an implementation plan that organizes suggested solutions into short-term, mid-term, and longer-term initiatives. These efforts aim to strengthen the organization’s value proposition, create greater differentiation in the market, and foster enduring customer loyalty while maximizing opportunities in a rapidly evolving industry.